PlaySERIOUS

This is a new venture by a small boutique store, experimenting with the design of a compact low-ceilinged space. The site was originally a department store with limited vertical space, so ofD (refers to “One Fine Day Studio & Partners”) used varying ceiling heights to create distinct functional areas and to maintain an open spatial relationship. The space is divided into two zones: the front area, which serves as an outward-facing display area, and the back area, which is dedicated to internal services.

Inspired by time: Butterflies embody the ability to undergo metamorphosis, representing a subtle vibration that propels us into the future. Fashion, like the process of industrial construction, involves evolution and change over time. The butterfly-shaped frame, a conventional component in stage construction, symbolizes the contradictory characteristics of variability and stability, with the butterfly's shape itself serving as a metaphor for metamorphosis.

By utilizing the butterfly-shaped frame to tap into the brand's concept and DNA, the composition and derivation reflect the industrial roughness of construction, while maintaining a refined aesthetic, in keeping with the spirit of the PlaySERIOUS.

At the entrance of the front area, a relatively narrow display space with a dark, curved block enhances spatial contrast. Spotlights and curtain walls create a "stage" effect, making the background ideal for displaying clothing in a rational and exquisite manner.

By establishing anticipation through the use of variation and contrast, the design creates both a prelude and a pathway, while the scene and setting complement and overlap with each other. This imbues the space with an exploratory quality that resonates with the brand attribute of PlaySERIOUS.

The clean geometric structure, intricate framing, and clear spatial sequence create a compatible, pure space. The combination of lighting films and mirrors produces a futuristic experimental atmosphere. Contrasting materials such as metal and transparent acrylic bring together virtual and real sensations.

Green acrylic butterfly-shaped frames, with their high-saturation colors and delicate components, inject themselves into the space like a digitally generated model, exhibiting the contemporary aspects of time and motion. The space serves as a free and genuine interface, full of experimentation and imagination. The once-narrow area is now open in its truest form.

Using the butterfly-shaped frame as the primary design element, it undergoes transformation and recombination to present different expressions through varied proportions and textures. This creates a specific symbol and a memory anchor for the space—linking path with consciousness.

We incorporate the metaphor of beauty and the dynamics of transformation into a design that reflects the brand's implicit energy and vitality. The space encapsulates the dynamic of concepts and consciousness, capturing an intrinsic frequency and bringing the potential brand philosophy to life as a recognizable symbol.

In the face of limited space, the special properties of mirrors and creative spatial language are used to create layers and imbue the space with a sense of continuous exploration. With changes in perspective, the space opens up new possibilities.

The fitting room and warehouse are hidden behind mirrors, expanding the visual space to a great extent while fulfilling the functional requirements. Reflection replaces segmentation, extending the scale of the space.

In the reflections of mirrors, physical boundaries are transformed into contrasts, creating new relationships and assumptions between openness and semi-openness. It is both a reflection and a subversion, where the positive becomes negative and borders become spaces. Multiple layers of spatial properties are presented through the interweaving and displacement of space.

PlaySERIOUS's brand values and attitude of continuous exploration and creation embody an active vocabulary. Within the context of space, fashion is a critical state that transcends and imagines.

The pink stone material, integrated with the walls and ceilings, creates a dreamlike spatial texture. By raising the ground, lowering the ceiling, and incorporating reflection on both sides, an infinitely extended visual effect is formed, while the illuminated floor eliminates the sense of confinement.

The exhibition space is designed to enhance the interactive experience for young people. It has a fundamental capacity for updating scenes, like a virtual model that leads us into different "sets", with infinite and changing properties.

The concept of “Butterfly Changing”, is both a perception of hidden possibilities as well as a response to the times.

In a systematic modern context, "Butterfly Changing" is taken as the inherent spatial text and preset relationship, in which the symbolic elements are loaded, preset, and reacted with dynamics, reflecting the consciousness of time and changeable relationship.

Space becomes an inspiring container and experimental field, carrying expressions of multiple attributes and ideas of freedom, reflecting the fashion spirit and consciousness of the new generation of young people, thus deepening the brand concept of PlaySERIOUS.